it’s just It’s been a few months since OpenAI’s ChatGPT exploded in the public consciousness, and it looks like our news feed will never be the same again.
Whether it’s headlines about AI startups securing big funding rounds or Twitter threads about how you should are using ChatGPT, the AI news cycle is going well and really here. Sorry, web3, you’ve got 15 minutes of fame.
Moving from the extreme fury fueled by the failure of FTX to the red-alert ChatGPT at Google HQ created an abrupt, even shocking shift in the tech news cycle. Cryptocurrency publication Decrypt has shown that the focus isn’t just shifting to the media: JPMorgan’s Editing of Electronic Transactions report notes that institutional traders are also carefully looking at AI while blockchain is starting to lose its appeal.
In this environment, it would be extremely tempting for tech startups to quickly use the words “AI” and “machine learning” wherever they might vaguely apply and gauge the level of reliability of a given market announcement or information.
Actually, that might not be such a bad idea. In fact, it’s a huge opportunity to miss.
If AI-related relevance can put a new, unknown brand in its target publications today, it could help expose that brand to potential investors. tomorrow.
Obviously, stories about AI will be easier to capture the attention of reporters in this environment. That said, the need to differentiate messages in AI verticals will increase dramatically with the influx of similar pitch messages heading to reporters’ inboxes.
The question is whether tech startups should shift their PR messages to AI-related topics. Such an approach is for startups that are truly AI-focused: ChatGPT has paved the way, and now they can reap the rewards across the industry. But for companies where AI previously ranked 4th on the list of proof points, machine learning capabilities will merge into the heart of the announcement.
But what if we’re not an AI startup?
Startups that don’t have much to do with AI may fear being accused of “trending” if they join the discussion. Startups may think they should avoid the topic altogether unless they are a full-blown AI company. The logic is for their PR message to stick more closely to their core technology or brand mission and to prioritize the long-term benefits of clear positioning.
